The Influence Of Brand Reputation On Consumer Perceived Face Research

With the economic fast growing and the living standard dramatic improvement, consumers not only make choices depending on the utility and basic value of the products, but also satisfy their psychological need through certain consuming habit or brands, which they expect to improve their personal or public image, show their personality and light up their face.Followed comes the'Face Economy'.Some people would wonder what effect has the brand reputation exerted on consumer perception of face? So this research is aimed to answer this question and to explore the relationship.Firstly, on the basis of literature review and summarization of the brand reputation, consumer perception of face, this study explore their relationship from the aspect of consumers personality, the consistency of brand image and community image, and the three dimensions of face perception.StudyⅠexplore the regulatory role consumer personality played in the relationship between brand reputation and consumer perception of face, and confirmed that the face awareness and self-monitoring play a moderate role in the relationship between brand reputation and perception of the face.StudyⅡ, mainly on the basis of the consistency between brand image and group image, testify the regulatory role that the consistency of consumer brands with avoid consumer groups and affiliated groups played in the between the brand reputation and perception of face relationship.The results verify that the consistency of brand image with group image is more effective than that with avoid group.StudyⅢon the basis of the two dimensions of the perception of face, study the brand reputation's effect on the two dimensions.Finally, the study concludes the limitations and summarizes theoretical and practical contributions and point out the relevant further research outlook in the end.